Direct Marketing is a dynamic business, that keeps changing. If you consider the roots of Direct Marketing, you could argue that the first Post Order catalogues date back to the 19th Century. But being part of the modern marketing mix, most companies did not apply Direct Marketing till say, the 1960 - 1970 days.
With the rise of internet and email as a new way of contact, completely new strategies for 1:1 marketing emerged.
The past few years see new exciting trends with social media and mobile marketing on the move. But also postal direct marketing has lost volume against online solutions.
And who has used QR codes as a new way to direct customers to a website or landingpage already?
Most important lesson to me as a Direct Marketeer, is that you should keep evolving as a business, and that it is dangerous to repeat proven concepts year on year. Take email marketing. 4 years ago I got 4 to 5 times more response than now, with the same kind of messages. To achieve the same results now frequency has increased. But all in all a lot more efforts.
Social Media is hot, but I do not yet see the possibility to achieve the same kind of turnover as with email or post. But investing and learning is important.
Another trend is to keep direct marketing budgets in check - after the "crisis" years, business is growing again but often with increased goals and reduced budgets. This requires smart combination of Direct Marketing channels and creative solutions.
What Direct Marketing Trends are relevant very much depends on your business. But a yearly scan on trends and reconsider your position and next steps, is needed. You could even argue with todays fast developments, you should stay tuned with trends continuously. But you can't just switch your market approach every month.
A creative approach would however be to invest some time in new strategies as part of a testplan. In stead of "test the best", focussing on new ways is the goal.
And personally, I would distinguish between classic Direct Marketing Trends, Email Marketing trends, Social Media trends and general online trends.
More reading on Direct Marketing Trends:
Direct Marketing Trends for 2011 (www.Ballentine.com)
Top 5 Direct Mailing
List trends 2011 (www.usadata.com)
6 Direct Marketing Trends likely to go mainstream in 2011 (Nancy Scott)
With the rise of internet and email as a new way of contact, completely new strategies for 1:1 marketing emerged.
The past few years see new exciting trends with social media and mobile marketing on the move. But also postal direct marketing has lost volume against online solutions.
And who has used QR codes as a new way to direct customers to a website or landingpage already?
Most important lesson to me as a Direct Marketeer, is that you should keep evolving as a business, and that it is dangerous to repeat proven concepts year on year. Take email marketing. 4 years ago I got 4 to 5 times more response than now, with the same kind of messages. To achieve the same results now frequency has increased. But all in all a lot more efforts.
Social Media is hot, but I do not yet see the possibility to achieve the same kind of turnover as with email or post. But investing and learning is important.
Another trend is to keep direct marketing budgets in check - after the "crisis" years, business is growing again but often with increased goals and reduced budgets. This requires smart combination of Direct Marketing channels and creative solutions.
What Direct Marketing Trends are relevant very much depends on your business. But a yearly scan on trends and reconsider your position and next steps, is needed. You could even argue with todays fast developments, you should stay tuned with trends continuously. But you can't just switch your market approach every month.
A creative approach would however be to invest some time in new strategies as part of a testplan. In stead of "test the best", focussing on new ways is the goal.
And personally, I would distinguish between classic Direct Marketing Trends, Email Marketing trends, Social Media trends and general online trends.
More reading on Direct Marketing Trends:
Direct Marketing Trends for 2011 (www.Ballentine.com)
Top 5 Direct Mailing
List trends 2011 (www.usadata.com)
6 Direct Marketing Trends likely to go mainstream in 2011 (Nancy Scott)
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